This document discusses game thinking and gamification for enterprises. It provides an overview of Experiences Unlimited's work in gamification over the past 15+ years, including developing advergames, talent assessments, and behavior change games. It outlines some key gamification concepts like intrinsic vs extrinsic rewards and the three essential drivers of motivation: autonomy, mastery, and purpose. The document's philosophy is that gamification should focus on designing engaging learning experiences that provide value through investment of time, rather than just adding game mechanics. It emphasizes using data to measure engagement and emotional connection to create an engagement loop where users repeatedly invest time to gain value.

1. Game Thinking
fortheEnterprise

2. A. Past & Present B. Gamification 101 C. Our Philosophy

3. A. Past & Present B. Gamification 101 C. Our PhilosophyA. Past & Present

4. Games:
A platform they prefer
Saatchi & Saatchi Study, 2011
“How would you like to hear
about a brand’s new product?”
Everyday,almost50%ofemployeesplay
at work
• 20%playfor1-5hours
• 58%sayitisimportantforbrandsto
befunandplayful

5. Playisnature’s
learningengine.
Playmakes
dopamineflow.

6. Our game-based
evolution
’97-04 – Pioneer of Advergames:
Coke, Reebok, Taco Bell
– General Mills “Big G” All Stars
– GAPKids National Promotions
– Purina’s Incredible Dog Challenge
’05-12 – Talent Assessment for Deloitte
– Orientation for Goldman Sachs
– Leadership Sim for MetLife
– Insurance Learning Game for AXA
– Showtime Learning Destination
– Consumer Orientation for
Cablevision/Optimum
’13-14 – Behavior Change

7. Where games
are going
• Game-based Learning
• Big Data measurement of
Skills and Attributes
• Games that drive Behavior
Change

8. A. Past & Present B. Gamification 101 C. Our PhilosophyB. Gamification 101

9. Gamification 101
Gamification is about
playfully inducing behavior.
Distinguish between
extrinsic and intrinsic
motivational triggers.

10. Extrinsic Rewards
& Motivators
The Carrot:
• Tangible, expected
and gimmicky
• Unsustainable,
shortsighted
• Not about the task you
want to complete.

11. Intrinsic Rewards
& Motivators
Come from within.
Offer a sense of
inner progress and
meaningful journey:
• Mastering challenges
• Self-driven learning &
accomplishment
• Belonging
• Peer recognition

12. ThreeEssentialDriversofMotivation
Autonomy
MasteryPurpose

13. A. Past & Present B. Gamification 101 C. Our PhilosophyC. Our Philosophy

14. Pretty Wrapper
Yucky Candy
You cannot increase the intrinsic value of something by adding
game mechanics.
You CAN make the value more visible.
You CAN change the paradigm and context from user to player —
increasing their engagement.

15. The Engagement Loop
Value
Time Investment

16. User invests time to
unlock value from a product.
Again and again.
Value
Time Investment
The Engagement Loop

17. Howdowegetusersinto
theengagementloop?

18. Create Engagement
Opportunities
Product must have
elements that allow users to invest time
to get value out.
These elements can take a huge variety
of forms.

19. While the user does get value
from investing time,
they don’t get it right away.
Giving away the reward too easily
devalues it and reduces engagement.
Encourage Users
to Invest

20. Our Philosophy

21. Let’smove
towards
GameThinking.

22. Deliver value through
Learning Experiences.
Big themes for
Emotional Connection.
Measure response
through Data Functionality.
thesecretsauce

23. Gamesarenotfunbecause
they’regames.
Gamesarefunwhenwhen
theyarewell-designed.

24. JimWexlerjim@experiencesunlimited.com
(917)648-3676